Editorial Board   Guest Author

Mr. Greenleaf

John Greenleaf

Global Head, Hilton Garden Inn

John Greenleaf proudly serves as global head of Hilton Garden Inn. In his role, Mr. Greenleaf is responsible for the strategic direction and vision of an award-winning brand that features more than 750 locations in 37 countries.

Since joining Hilton in 2011, Mr. Greenleaf has held several strategic brand management positions that leverage his strong expertise in developing, operating, marketing and growing hospitality brands. Most recently, Mr. Greenleaf served as global head of DoubleTree. He was responsible for overseeing the global Full Service Sales group and global Brand Program Management, Openings & Analytics team for Hilton Full Service Brands, which includes DoubleTree; Hilton Hotels & Resorts; and Curio by Hilton - A Collection of Unique Hotels.

Previous positions have included vice president of global brand performance support for the flagship Hilton Hotels & Resorts where he was responsible for leadership and direction of brand support operations for the brand's hotels around the world. Mr. Greenleaf began his career as vice president of global brand marketing for DoubleTree by Hilton where he oversaw a global brand repositioning in 2011, plus global advertising, visual identity, public relations, social media, online marketing, brand partnerships, and promotions and hotel marketing communications support.

Mr. Greenleaf earned a Master of Business Administration from The Amos Tuck School of Business at Dartmouth College and a bachelor's degree in economics from Dickinson College, graduating magna cum laude. He also studied at the University of St. Andrews in St. Andrews, Scotland.

Originally from Pennsylvania, Mr. Greenleaf enjoys classic cars, golf and spending quality time with his wife, Anne, and their two children.


Please visit http://www.hilton.com for more information.

Mr. Greenleaf can be contacted at 783-883-1000 or john.greenleaf@hilton.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.